NESTEA

In 2020, Nestlé enters the Chinese market with a global strategy of "Savour the freshness of Nestlé". China's ready-to-drink tea has long been in a red sea market: fierce competition between old and new brands within the category, and a new type of tea drink outside the category. After eight years of absence from the mainland China market, Nestea has lost its market share. While competitors are investing more than 100 million yuan a year in the market, how can a new brand reach a sales target of 500 million yuan in the first year?

capturing Gen Z Generational insight: accurately grasp Gen Z's attitude towards life, capturing their hesitation and confusion between reality and ideals when they are just starting out. Brand Positioning: Combined with the unique flavor of the product, define the brand's attitude of daring to collide and stand out. Brand Creativity: Creating the brand slogan "Dare to touch, dare to taste", and entering the field of vision of post-95s young consumers in the form of rap, street dance, basketball and other creative forms of trendy culture, creating rap songs and TVCs to show the young people's "dare to challenge" talent in street dance, basketball and street dance. " talent. In the summer of 2020, Nestle Tea Essence became the top sponsor of China's coolest reality show "This, is Street Dance", igniting our brand.

• Consumer research (generational research, category research)
• Brand value proposition
• Brand communication strategy
• Brand Slogan
• Communication Creativity